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The Olympics bring Newcastle naming rights in perspective

Bosses at Newcastle United have decided that the newly named stadium the Sports Direct Arena is to revert back to St James' Park again, but for only one week during next year's Olympics.

The ground, which was recently and controversially renamed by owner Mike Ashley as a means to attract a longtime sponsor must adopt its old name for next summer's Olympic Games.

Olympics chief Lord Coe has said that as St James' Park will be one of the venues for the football tournament next year that under strict rules the new name cannot be used.

Coe added

"It is St James' for the Olympics and, if I am being honest, as a football fan, it will always be St James' Park for as long as I am watching football. That is an understanding we have. We don't have individual branding in our stadiums and that goes for every Olympic sport.

"They are clean venues and not even our own sponsors are able to brand round the Olympic games, that's what makes them unique. So for one week in July it is St James' Park."

SD

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